This case study offers insights on how to maximize cross sales using a data-driven, predictive approach. The project at DIE ZEIT aimed to raise sales by tailoring offers to subscribers’ product affinities. DIE ZEIT used machine learning models based on sociodemographic data, e-mail behavior, web tracking and subscription history. Results show that leveraging subscribers’ affinities can generate considerable uplift in cross sales. A key aspect for discussion is balancing product affinities and discrete marketing objectives.